Leicester Business School at De Montfort University MARK3020 Contemporary Issues in Advertising and Public Relations 2013-14 Contents Introduction 3 Learning outcomes Module Leader 3 Choosing a topic 4 How the module works ??” 5 Assessment Pass mark Reassessment 6 Late Submissions Skills Development for university and professional success 7 BLISS (Business and Law Information and Skills) 7 CLaSS in Business and Law 7 The Centre for Learning and Study Support (CLaSS), ??” 7 Class schedule 9 Reading and resources 10 Books Journals and magazines 12 Specialist websites 13 2 Introduction This module has a rather different approach.
While there are some lectures, and some tutor-led seminars, mainly you will study what interests you: within the field of Advertising and PR of course. As we progress through the year, you should first choose, and then study, an aspect of Advertising or PR that both appeals to you and is important to business. It is up to you to develop this topic, to explain it to your fellow students Oust as they will brief you on their chosen topics) and finally to write an in-depth essay or report on it. The overall idea is that you will become a recognisable expert, a leader in your chosen ield.
By the end of the module, students should be able to: explain the different theoretical backgrounds of advertising and PR assess modern and innovative marketing communications practices through the application of appropriate theory, research and established practice locate and evaluate relevant scholarly reviews, research articles and primary sources Module Leader Module Leader and Tutor: Julia Cook Hugh Aston 5. 82 [email protected] ac. uk x 6094 I have set office hours (see Blackboard) when you are welcome to come and see me about your work.
If you need to talk to me outside of those hours, please e-mail to rrange an appointment. 3 Early classes will cover developments in Advertising and PR. You should also read marketing magazines and Journals to ensure that you are aware of what’s happening. Your topic needs to have enough scope to engage your interest throughout the year, and to have links to other topics but narrow enough to be studied in great depth. You can choose the same broad area of marketing theory as your Marketing Communications Project if you wish (you don’t have to), but for this module you should take a different slant on it.
Look for an unusual angle to explore. Example topics: branded entertainment randed content meaningful brands evolving media relations intertextuality in advertising experiential marketing multi-media planning brand engagement ambush marketing crowdsourcing co-creation viral e-media advertising ethics PR ethics online advertising branded events puDllclty stunts advertorials mobile marketing online communication How the module works There are 10 whole group classes (probably described as ‘lecture’ on your timetable) and 10 seminars (probably described as tutorial’ on your timetable) through the year.
The lectures will cover processes, theoretical bases and industry developments. Some of the seminars will be case study based, others will be student-led. The student-led tutorials will involve analysing case studies, or presenting papers or briefing the rest of the group on your topic. There is a detailed schedule of classes, and the preparation required for each one, on Blackboard. The learning in this module is designed to build to a final essay that demonstrates indepth expertise in contemporary marketing communications.
The module is assessed by coursework only in two stages: a briefing session on your chosen topic after which you hand in copies of the slides and 10 point best practice guide n essay examining your topic in depth To pass the module you must get an overall average of 40%. 1. Briefing 40% of module grade in-class presentation 10% summary document (slides and a 10 point best practice guide): 30% Hand in date: one week after the relevant tutorial In a designated tutorial, you will brief your fellow students on your chosen topic. You should use approximately five slides to do this.
After the tutorial, write a 10 point best practice to summarise what is important about your topic. Hand in copies of the slides and the bullet points within one week of the tutorial. 2. Essay p to 3,000 words: 60% of module grade hand in date: April 30th 2014 Students who fail both the brief and the essay may re-sit both elements or Just one. The overall module grade will be capped at 40%. Students who pass one element but fail the module overall because of a low grade in the other, will be reassessed in the failing element only.
The overall module grade will De capped at 1. re-sitting the briefing The re-sit assignment is to re-do the deliverables, i. e. the slides and the bullet points. You will not be required to give the presentation again. In-course reassessment (briefing only) If you attempt but fail the first element of assessment in this module (i. e. the briefing), you can re-sit it during the second term without using up any formally recorded reassessment credits.
If you are re-sitting this element in term-time, you may change topic if you wish, but this must be approved by the Module Leader in advance. marks for this re-submitted element will be capped at 40% students who do not give a presentation and/or submit the required documents are not entitled to this opportunity the deadline date will be advised at the time the re-sit is agreed 2. re-sitting the essay Reassessment of the essay will be by writing a new essay. Normally, this will be on the same marketing topic area as your first attempt but you may wish to take a different angle on it.
A change of topic must be approved by the Module Leader before you start. Marks will be capped at 40%. Work that is handed in late will be penalised as follows: if it is up to fourteen calendar days late, it will be capped at 40% of the marks allowed more than fourteen calendar days late and the mark will be O. If you have a genuine reason for lateness, you should ask for an extension before the deadline day. Requests for extensions must be made on the official form (available from the Student Advice Centre).
Medical notes or other documentary evidence will be required. Skills Development for university and professional success There are services across the university specialising in the development of various skills. A number of these are accommodated within the Faculty in room HU 0. 73, and are available to any student doing a module in Business and Law. They include: BLISS (Business and Law Information and Skills) Annie Britton: Skills Development Co-ordinator: [email protected] ac. uk: based in HU . 3 Drop-in sessions – Monday, Tuesday, Thursday 10-12noon Just come along Booked appointments – Monday, Tuesday, Thursday afternoons, usually booked via the drop- in Non-timetabled workshops – advertised via Faculty of Business and Law Bb site (under the My Communities tab) or bespoke sessions available to groups of friends or student colleagues on request (see Annie) Issues raised primarily relate to OOReferencing 00Essay writing OOGroup work OOResearch and note taking OOPresentations OOReport writing – business modules OOProblem questions – law modules 00Exams But may also include 0Time management OODisability issues 00Extensions and deferrals 00… among many others… You may be advised to see Annie Britton, and that will usually be because your marks do not reflect your ability, and you could improve them; but you do not need to wait for that – if you want better marks than you are getting – drop-in! If Annie is not the right person to help you, she will be able to tell you who is.
CLaSS in Business and Law For language and writing, Sam Bamkin is offers a weekly drop-in session, to work on academic writing, specifically in Business and Law subjects. We work from your assignment to develop strategies to improve essay writing and academic language. This includes anything from expressing critical analysis, 7 to planning, structure, and clarity in sentences. ” Sam is in HU 0. 73 (the BLISS room) on Tuesdays 1-2pm during term time, but is also available via CLaSS in the Kimberlin library at other times. (This particular service is specifically for UK students. If you are an International student please contact The Centre for English Language Learning for language skills. All other services are available to all BaL students)
The Centre for Learning and Study Support (CLaSS), based in the Kimberlin Library, is available for all students and offers workshops, tutorials and online resources: One-to-one or small group tutorials. Book 30 mins to discuss strategies to develop your writing or study skills. http://www. library. dmu. ac. uk/Services/LSS/index. php? page=343 Assignment drop-in – Wednesdays during term time 3-4. Just come along to the Learning Development Zone on the ground floor of the Kimberlin Library. E-tutorials for distance learning students only – [email protected] ac. uk Study skills and writing development orkshops. Work with your study skills and academic writing on a diverse range of toplcs. More InTormatlon ana DooKlng InTormatlon Is avallaDle at http://www. library. dmu. ac. uk/Home/Calendar/.
Check the site regularly. New workshops are always being added. Online guides and resources – http://www. library. dmu. ac. uk/link/CLASS Maths Learning Centre The Maths Learning Centre offers extra help with maths and statistics in the Kimberlin Library, room 2. 10 on the top floor. This includes: Drop-in sessions – weekdays term time and exam time 12:30-2:30. We after for individual needs at all levels. Just come along. Statistics advice for Dissertations. A limited number of 50 minute tutorials available – [email protected] ac. uk. 8 Class schedule Workshops (whole class) For essential pre-class preparation, see Blackboard class no. week no. opics module introduction researching advertising, writing reviews, analysing cases 15 17 the development of advertising and of PR advertising: theoretical foundations PR: theoretical foundations contemporary media brand narratives convergence of PR and advertising: contemporary MC tools 9 19 24 creativity in Advertising and PR critical marketing assignment support Seminars (small group) Printed copies of case studies will be handed out in a previous class class no. week no. topics 2 or 3 case study: ‘Leveraging the Internet for TV Advertising Revenue – Media Funding Models in a Digital Age. Hackley p. 157 topic development case study: Intertextuality and the Interpreting Consumer. Hackley p. 3 7 or 8 9 or 10 11 or 15 16 or17 academic paper reviews acaaemlc paper reviews case study: Ben & Jerrys: all we are saying is give peace love and ice cream a chance. Dahlen, Lange and Smith p. 270 18 or 19 20 or 22 23 or 24 25 or 26 student briefing sessions eedback and assignment support There is no one set text for this module. You need to read widely for context and deeply on your chosen subject area. The books in bold are recommended as good, general texts so, if you want to buy a course text, then go for one or two of these. Barry, A. (2005) PR Power. London: Virgin Business Guides Burcher, N. (2012) Paid Owned Earned, London, Kogan Page Butterfield. Leslie ed. (2000) Excellence in Advertising 2nd edition, Oxford: Butterworth Heinemann Coombs, W. T. and Holladay, S. J. 2010) PR Strategy and Application, Chichester, Wiley Blackwell Cornelissen, J. 2009) Corporate Communications: Theory and Practice (2nd edition). London, Sage Dahlen, M. , Lange, F. and Smith, T. (2010) Marketing Communications a brand narrative approach, Chichester, Wiley. Dru, J-M. (2008) How Disruption Brought Order, The Story of a Winning Strategy in the World of Advertising, London, Palgrave MacMillan. Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content. Harlow: Financial Times Prentice Hall Fitzpatrick, K and Bronstein, C (eds) (2006) Ethics in Public Relations: Responsible Advocacy. London: Thousand Oaks. California Franklin, B. Hogan, M. , Langley, Q. Mosdell, N. and Pill, E. 2009) Key Concepts in Public Relations, London, Sage HacKley, cnrls (2010) Advertlslng ana promotlon (2nd ealtlon), London, sage Publications L’Etang (2007) Public Relations: Concepts, Practice and Critique, Los Angeles, Sage L’, C and Bernoff, J. (2008) Groundswell: winning in a world transformed by social technologies, Boston, Harvard Business Press Moss, D. and De Santo, B. (2011) Public Relations a managerial perspective, London, Sage Publications Pardun, C. J. (ed) (Advertising and Society Controversies and Consequences, Oxford, Wiley-Blackwell Parsons, E. and Maclaran, P. 2009) Contemporary Issues in Marketing and Consumer Behaviour, Oxford, Butterworth Heinemann Ries, A. & Ries, L. 2004) The Fall of Advertising and the Rise of PR. London, Harper Collins Smith, P. R. and Zook, Z. (2011) Marketing Communications: Integrating Offline and Online with Social Media Sheehan, K. (2004) Controversies in Contemporary Advertising, California, Sage Tadajewski, M. and Brownlie, D. (eds) (2008) Critical Marketing, Chichester, Wiley Tench, R and Yeomans, L (2009) Exploring Public Relations (2nd edition), London, FT Theaker, A (2012) The Public Relations Handbook, London, Routledge 1 All of these Journals and magazines should be available from the Kimberlin Library either in hard copy or online or both (unless alternative access methods are stated).
Journals Corporate Communications: An International Journal International Journal of Strategic Communication (can be accessed through Free E- Journal of Advertising Journal of Advertising Research Journal of direct, data and digital marketing practice Journal of Marketing Journal of Marketing Communications Journal of Public Relations Research European Journal of Marketing International Journal of Advertising Public Relations Inquiry PRtsrn Public Relations Review Magazines Aamap (can De accessed tnrougn w Behind the Spin (www. behindthespin. com) Brand Republic (www. brandrepublic. com) Campaign (can be accessed through Ebsco Business Source Complete) Marketing (www. brandrepublic. om/marketing or can be accessed through Ebsco Business Source Complete) Marketing Week (can be accessed through Ebsco Business Source Complete or proquest ABI/INFORM Global) Profile (magazine of the Chartered Institute of Public Relations) PR Week See also online links on Blackboard All these databases can be accessed via the librarys website. WARC World Advertising Research Centre’s (WARC) Advertising and Marketing Knowledge database is a vast collection of case studies (e. g. IPA awards), Journal articles (eg International Journal of Advertising, International Journal of Advertising Research) and magazine articles (e. g. Admap). It covers all areas of advertising, marketing and media activity. The database also includes demographic information on a wide range of countries. Our subscription only covers advertising and marketing knowledge section. http://www. warc. om Brand Republic Brand Republic gives access to information from Campaign, Marketing, PR Week and Revolution as well as original content. www. brandrepublic. com The Creative Club Creative Club is the UK’s largest advertising archive. It includes over 1. 5 million advertisements across all media and users are able to search by company, brand or sector, for TV, press, direct mail, outdoor, Internet, cinema and radio advertisements. The archive is updated in real-time so as soon as an advert is launched in the I-JK, it will be on the Creative Club system. Adsnaps is an additional function within Creative Club which enables product or company reports to be generated in PowerPoint or PDF formats. www. creativeclub. co. uk